Spike W.S. Lee, University of Michigan, USANorbert Schwarz , University of Michigan, USA

Moral transgressions increase the appeal of products that cleanse the specifically tainted body part, such that mouthwash is more attractive after orally lying, whereas hand sanitizer is preferred after lying via email. Going beyond this moral-physical purity link, washing one’s hands after making a choice also eliminates post-decisional dissonance effects.